Now I want to tell you about, I don't have the link but it was The New Yorker magazine who wrote an article. And you've seen the number of them like this about the video that President Trump shared with Kim. Now you may have seen my periscope in which I said it was brilliant persuasion and it got everything right. And here's what people are getting wrong about that video. And I hope those of you who read my book Win Bigly, you probably anticipate what I'm gonna say.

So the people who criticize the video said things like this. They said well it was weird. All right that's not a reason. Weird. That's I don't know, just a label you put on it. It doesn't work or anything. People said it was cringe-worthy, weird, over the top. It's so much like a movie. So if you look at the critics they'll have lots of insult words for the style that was used. Tell me, those of you who have been following me for a while, tell me what they're missing. Tell me what they're missing when they dismissively label it. And I don't mean just that they don't understand persuasion. So they obviously are missing the technique in it. But what are they missing in the big picture of this thing?

Yeah they're missing a reason. That's true. They're missing any kind of reason. They just sort of assume that you agree with them and then they put insulting words on what they think you already agree with. You're saying a lot of things. I'm watching your comments. A lot of your comments are true and you're pointing out the good technique that's in the video and that's all accurate. It makes you think past the sale, past peace to how good peace will be. It's visual. It does all those things.

But here's the big part that people miss. And the funny thing is this is the thing that Trump gets right all the time and people who criticize Trump don't understand and get wrong all the time. And I'm going to work up to it. All right. Do you remember when President Trump was first campaigning and one of the big complaints was that he spoke in something like a sixth grade vocabulary and it was just so simple. And well, simple I guess. Do you remember how the smart people criticized that? And probably for about a year people kept saying yeah you know he's talking like a sixth grader. That's bad. And then he kept winning and became president while talking like a sixth grader. And about that time people like George Lakoff who is a linguistics professor at Berkeley started saying things like, you know that talking like a sixth grader is really the most effective way to talk. He, Trump, was talking in a way that the audience was perfectly suited to accept. In other words his style of talking was designed to be perfectly compatible with who he was talking to.

You noticed that when the president has children in the Oval Office he speaks to them like you talk to children. When he has Punchy De Niro going after him he talks to him in a way that is a little bit punching back and humorous etc. So he takes exactly the right tone. When he meets with Kim Jong-un he goes into a diplomat, almost a grandfatherly diplomat mode where he seemed to be embracing the younger diplomat. Just about the right tone.

What do the critics miss about the video that President Trump showed to Kim? What they miss is President Trump did not make a video to show to The New Yorker magazine. He didn't make a video to show to the New York Times. He didn't make a video to show to the Washington Post. He didn't make a video to show to his critics. He didn't make a video to show on national TV. He didn't make a video that he thought would be shown in the theaters. He made a video for one guy. Was that the right style to pick for that one guy? You know it was. Because you've seen the video that that one guy produces. We've seen the stuff that comes out of North Korea. Right? We've seen the type of language that North Korea employs. We see the videos that they make. Did President Trump's style in his video look a little bit familiar? Yes.

Why am I the first person to point out that when you make a product the product should be designed for the customer? The customer, or in this case the audience. He had an audience of one person. One person. And we know enough about that one person. We're assuming that there were enough people who have studied Kim, his profile. They know what the North Korean vibe is. They know what kind of things resonate etc. This was designed for that one person.

And if you say to me hey that's not the way we Western people like to see our videos. That seems weird. I don't know it just looks a little racist to me to criticize the video because it assumes that everybody is going to respond the same way to the same style and type of video. That feels a little not inclusive. It feels like you're not taking into account the legitimate cultural differences that a North Korean leader, the way he views the world and the type of media that he absorbs and the styles of things that he thinks feel right and what feels wrong. I'm no expert on North Korea but to me it looked like that video hit the sweet spot of exactly the audience they were going for. An audience of one.

Now ask yourself who else told you what I just told you? Who else said of course it looks weird to us. It's not for us. You know what, do you ever watch a children's cartoon on TV and you say to yourself this children's cartoon does not appeal to me? Do you know why? It wasn't made for you. When I watch a show like The Notebook or some teary crying ridiculous movie, do I go into that movie and say they made this movie all wrong? What's wrong with them? Don't they know that this movie is not compatible with me? Yes they know that. They didn't make that movie for me. They made it for people who like that sort of thing. Right? When I watch a boxing match, I don't like boxing. They just don't enjoy it. Do I say to myself when I watch a boxing match hey they're doing this boxing match wrong because I don't want to watch it? I do not. I say to myself I'll bet they know who likes to watch this. I'll bet they made a boxing match designed for the people who watch boxing.

Anyway I think I made my point. I'm gonna need to go in a minute and do some other things but it will be quite hilarious today to watch the criticisms. I think it's valid to say we want to get to a point where we have complete validation, verification that their nuclear risk is over. But if you ask me the best way to get there, the best way to get there is by developing trust. Because what's the biggest problem about denuclearizing North Korea? Definitely trust. They're not going to do it if they don't trust us and we're not going to be happy they're doing it if we don't trust them. Everything the president has done so far is to deal with the core problem. The core problem was always psychology. The core problem was do you trust that we don't want to attack your country? It's just not something we care about. Do we trust that they'd rather have a successful future than to keep nuclear weapons for what? For no reason. Right?

So that's what the president has set up. It's going to make it a lot easier to get to the end because of the good platform he's created here.